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CALL FOR PAPERS: Special Issue on Arts Marketing in Asia

Special issue call for papers from Arts and the Market

Guest editors:
Dr. Yu-Chien Chang, National Chengchi University, Taiwan
Dr. Chloe Preece, Royal Holloway, University of London, UK

Arts and the Market is pleased to announce a Special issue focused on advances and development with regard to scholarship on Arts Marketing in Asia.

The past 10-15 years have seen interest in arts and cultural products from Asia steadily increase globally, from Bollywood films to Korean pop, Chinese contemporary art to Japanese manga and animation. In line with a more general interest in Asia's emerging markets and their increased political power, there have recently been a number of publications examining the rapid growth of the creative and cultural industries in these areas both within academia (see Keane, 2011; Robertson, 2011; Punathambekar, 2013; Hong, 2014; Lee & Lim, 2014; Velthius, Komarova and Kharchenkova, 2015) as well as in the popular press (e.g. BBC, 2015). This work has seen a shift from an emphasis on production and manufacturing to nurturing creativity and the arts in order to capitalise on soft power to become a 'cool' nation (see for example the move from 'made in China' to 'created in China'). To illustrate just one example, The Art Newspaper (2015) recently noted that art museums in Asia organised five of the top 10 most popular exhibitions in the world. These changes make it an interesting time to examine the art that is being produced in these nations and how it is being marketed and consumed, both at home and globally to understand the significance it is having on the cultural landscape.

Despite the rapid growth of Asian cultural and creative industries over the past decade and their increased reach and popularity globally, little has been written to address how this is transforming the Asian and global cultural landscape. The vast majority of studies about arts marketing privilege the Western system yet research shows that economic, cultural and socio-political differences influence marketing implications and consumer behaviour greatly (e.g. de Mooij, 2014; Soh et al., 2000). While there have been a number of special issues on Asian markets (e.g. Marketing Letters, 2014 on Asian markets and consumers; Journal of Global Scholars of Marketing Science, 2015; Journal of Macromarketing, 2015 on China; Journal of Business & Industrial Marketing, 2011 on India) there has been little on the arts markets in these nations. Yet as Kolb (2000) demonstrates, marketing arts and cultural products differs from commercial marketing for other organisations and industries. We therefore argue that research (with a few exceptions such as Fillis & Lee (2011) on Korean theatre companies; Takhar, Maclaren and Stevens on Bollywood (2012); and Preece (2014) and Joy and Sherry (2004) on the contemporary Chinese art market) has not kept pace with the rapid developments in these art markets; there is thus a need to move away from the 'Westoxication' (from Robertson, 2011) of these markets to formulate new approaches and perspectives in response to these emerging discourses of the world's most populous continent.

'Asia', in this special issue, broadly means "Asia-Pacific" geographically which considered to include East Asia, South Asia, Southeast Asian and Oceania. While one special issue could never encompass the sheer diversity of artistic and cultural approaches across this continent, the special issue aims to shed light on a variety of arts marketing issues in Asia; both at the macro (societal or industry) and micro-levels (organisational, individual) in an effort to start to consider where the future lies for arts and culture in Asia and some of the implications of this for the global creative economy.

This Special issue aims to bring together collaborative efforts from different perspectives. It is timely for leading researchers and practitioners to be part of the greater understanding of the Asian arts and cultural sector. Accordingly, the guest editors welcome submissions offering innovative insights into issues surrounding arts marketing in Asia. All rigorous and thought-provoking conceptual papers, literature reviews, case studies, empirical studies and practice papers using a wide range of methodologies are encouraged. A wide range of topics will be suitable for this special edition and might include (but are not limited to) the following:

• Arts production in Asia
• Arts consumption in Asia and audience-development
• Arts marketing in Asia
• Arts and cultural brands in Asia
• Tension between artistic and market orientations in Asia
• Legal issues in marketing the arts in Asia
• Cultural policy in Asia
• Funding of the arts in Asia
• Ideological and political perspectives on the arts in Asia
• Arts festivals in Asia
• 'Star' artists in Asia
• Artistic careers in Asia
• Use of the arts in tourism marketing in Asia

Deadline for submission: 28th April, 2017
Publication: March 2018

All manuscripts submitted should follow the guidelines for Arts and the Market. These are available here:…

Prospective contributors with questions concerning the potential suitability of topics, editorial expectations, or any further questions regarding this special issue are invited to contact the Guest Editors directly by email:
Yu-Chien Chang: [email protected]
Chloe Preece: [email protected]

BBC (2015) 'Asia art market comes of age', Available:, [18 Apr 2015].
De Mooij, M. (2014) Global marketing and advertising: Understanding cultural paradoxes, 4th ed., Thousand Oak: Sage.
Fillis, I. and Lee, B. (2011) 'Internationalisation of Korean performing arts: A case study analysis'. European Journal of Marketing, vol. 45, no. 5, pp. 822-846.
Hong, E. (2014) The Birth of Korean Cool: How One nation is Conquering the World through Pop Culture, London: Simon & Schuster.
Joy, A. and Sherry J.F. Jr. (2004) 'Framing considerations in the PRC: Creating value in the contemporary Chinese art market', Consumption, Markets and Culture, vol. 7, no. 4, pp. 307-348.
Keane, M. (2011) China's New Creative Clusters: Governance, Human Capital and Investment, New York: Routledge.
Kolb, B. M. (2000) Marketing Cultural Organizations, Cork: Oak Tree.
Lee, H.K. and Lim, L. (2014) Cultural Policies in East Asia: Dynamics between the State, Arts and Cultural Industries, Basingstoke: Palgrave Macmillan.
Preece, C. (2014) 'The branding of contemporary Chinese art and its politics: Unpacking the power discourses of the art market', Arts Marketing: An International Journal, vol. 4, no. 1/2, pp. 25-44.
Punathambekar, A. (2013) From Bombay to Bollywood: The Making of a Global Media Industry, New York: NYU Press.
Robertson, I. (2011) A New Art From Emerging Markets, Surrey: Lund Humphries.
Soh, C.; Kien, S. S. and Tay-Yap, J. (2000) 'Enterprise resource planning: Cultural fits and misfits: Is ERP a universal solution?', Communications of the ACM, vol. 42, no. 4, pp. 47-51.
Takhar, A.; Maclaran, P. and Stevens, L. (2012) 'Bollywood cinema's global reach: Consuming the 'Diasporic Consciousness', Journal of Macromarketing, vol. 32, no. 3, pp. 266-279.
Velthius, O.; Komarova, N. and Kharchenkova, S. (2015). 'Official art organizations in the emerging art markets of China and Russia', in O. Velthius and S. Baia Curioni (eds.) Cosmopolitan Canvases: The Globalization of Markets for Contemporary Art, Oxford: Oxford University Press, pp.78-101.